Reselling or agency selling? The impact of live-streaming on selling formats
Yue Bicheng,
Naimeng Liu,
Bin Liu
Abstract:PurposeChoosing the proper selling format for online retail has long been a critical issue for many platforms to consider, whereas the emergence and popularity of live-streaming have had a massive impact on the platform's business. As a result, selecting the suitable operating strategy for the live channel has become another critical issue for platforms. In such a context, what will be the impact of live-streaming on selling formats?Design/methodology/approachIn order to explore these issues, we identified two… Show more
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